The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification

Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand disidentification. Aligning with the balance theory, this research argues that self-incongrue...

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Bibliographic Details
Main Authors:	Jose L. Saavedra Torres, Ashok Bhattarai, Monika Rawal, Bhaskar Upadhyaya Subedi
Format:	Article
Language:	English
Published:	Universidad del País Vasco (UPV/EHU) 2023-05-01
Series:	Management Letters/Cuadernos de Gestión
Subjects:	customer-brand disidentification customer self-incongruence emotions perceived quality
Online Access:	https://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2023&vol=23&num=2&o=3

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